As SDRs and BDRs, we all want to know how to book more meetings. In my current role, I receive quite a few prospecting emails from Sales and Business Development reps. It is an interesting turn of events. Only a few years ago, I was the one sending those emails, hoping and praying for a positive response. Whilst having done the job does make me more empathetic for the cause. It also makes me much less forgiving of a sub standard effort.
I know how far a little bit of effort can go and can easily tell whether or not you’ve done your research. Considering I used to be an SDR, I am aware of all of the tricks for automation. Therefore, like most of the people we prospect, I rarely book a meeting (however I do often reply and politely decline). Last Friday was different though. I was on the receiving end of a prospecting effort and I booked a meeting. Here are 4 reasons I said yes:
4 Reasons I said Yes
- Context & Personalisation
- Rapport & Credibility
- Leading With Value
- Assertive Follow Up
In my opinion, the rep who prospected me, did an excellent job. She successfully weaved many of the techniques we read about and indeed that we teach in enablement into our interaction. But it was seamless. I could identify all of the ‘tricks’ she was using, but I didn’t care because if you do it well, it is hard to resist. Even though I knew I was being ‘played’ I said yes. And that will be the same for your prospects. So what did she do?
Context & Personalisation
Step One was a LinkedIn request, with a brief but relevant note as to why she wanted to connect with me. She let me know that our companies have ‘partnered’ and so she wanted to connect. I hadn’t even heard of the company she worked for but I accepted. As soon as I had connected, she reached out with a LinkedIn message and personalised the context. She let me know she had read an article that I was mentioned in and she ‘had to connect’ with me. It is shameless flattery. But did it work? Yes. Of course I replied and thanked her for the kind compliment.
Rapport & Credibility
I felt compelled to reciprocate that compliment so upon review of her profile I noticed her last post related to Emotional Intelligence in sales, a topic close to my heart. If you haven’t, then be sure to check out this post: What is Emotional Intelligence and Why does it Matter for SDRs. She also referenced a podcast that I enjoy. So I mentioned that I also enjoyed that podcast.
I am sure she could sense that I was engaged and yes you do have to read each situation as it happens but this is where I expected the conversation to turn back to sales and prospecting. Instead though, she asked me which episode of the podcast was my favourite. Then she also shared her favourite and why. As you can probably see, over a very short interaction, this SDR is building rapport with me quickly.
By doing this, I am much less likely to say no to a meeting afterwards because I feel like we know each other. It sounds bizzare but it is much easier to say no to a complete stranger who is faceless, nameless and just another email. Do what you can to elevate yourself to ‘real person’ status in whatever way you can. Build rapport early.
Focus on Value
This is where I admit, this interaction becomes less typical. I asked this SDR for a favour. I understand that most prospects will not engage with you long enough for them to actually ask you for a favour. However, I will remind you that 98% of the time I do not engage with people who prospect me. The reason that this was different is because, this SDR showed herself as someone who had something to offer.
And that is why I asked for a favour. I wanted to get her opinion on an SDR specific topic. She accepted. In fact, she delivered above and beyond with the favour I asked for. She added value to me without me giving her anything. Yes, she led with value. Another topic very close to my heart and extremely important in sales and business in general. I’ve already outlined why here; 5 Reasons You Need To Lead With Value As A BDR. She then asked me for a return favour. And what could I say? The rule of reciprocity got me again. If you give to get, it is a lot harder for a prospect to say no to you.
Assertive Follow Up
On the day the call was scheduled for, this SDR sent me a message a couple of hours before the call. She assumed that I would attend. She did not say “Are you still okay for later?”. I didn’t get an out. Instead she let me know what to expect from the call, laid out a brief casual agenda and wished me well until our call at 2pm. If I was 50/50 about showing up before I can’t cancel now, can I?
Another important point to note on the agenda that was shared. It was all about me. Leading with value again. An account manager will join to answer any questions, I might have. There would be some questions so that they could understand me better, to be able to help me more. This SDR understands the importance of leading with value and making it all about the prospect. You should too.
In reality I don’t even know if I am going to be able to help out. I don’t know if the meeting with me (the prospect) will actually turn into anything valuable for this SDR. But as we all know, the first step is booking the meeting, the next step is being able to convert that into an opportunity.
And this SDR did a stellar job at booking the meeting so she has a fighting chance to get the opportunity secured. It is truly fantastic to see all of the things we talk about in action in the real world here. Please let us know about any meetings that you were able to book with some simple tips and tricks of your own down in the comments.
Until Next Time!